Would you like fries with that?

Laura Inman

Director of Consumer Marketing

Evolving to a single subscription model

Combo meal

AJC print / digital combo

Evolving as a media company

• 2011 strategic alignment and company initiatives

– Research driven content changes and editorial focus

– Circ momentum in numbers and yield

– Ad revenues challenged by national trends and economy

– Ongoing migration to Cox Media Group in Atlanta

Circulation and readership update

Subscription starts have exceeded stops over the last seven months

New subscriptions in top 50 ZIP codes for preprint distribution have

increased 17% from prior year

Renewal rates of core subscribers at highest level since 2001

Forecast: steady and sustainable improvement in 2011

ABC Publisher’s Statement

6-Month Period Comparisons As filed with the Audit Bureau of Circulations, subject to audit.

Daily Avg. (M-F) Sunday

Mar. 2011 183,415 391,815

Mar. 2010 196,200 397,926

% Change -6.5% -1.5%

Sunday AJC:

1.4 million readers

Weekly Print AJC + ajc.com:

2.1 million readers

ajc.com avg. monthly page views:

105+ million

Sources: Scarborough Research 2010 Release 2, Atlanta CBSA; Omniture Site Catalyst Nov 2010-Apr 2011 Average

Cox Media Group Atlanta

Leading Southeast newspaper with 2 million readers in print and online

reaching nearly 1 out of 2 Atlantans every week.

Atlanta’s four Cox radio stations reach 3.3 million unduplicated

listeners every week, representing 69% of the market:

Cox’s eight content websites are Atlanta’s market leaders with

41% reach of the Atlanta DMA’s online audience every month and

150+ million monthly page views.

The country’s #1 rated local TV news station in the Top 10 media

markets reaches 94% of Atlanta homes every month.

Atlanta Digital Market: Online and Tech Savvy

• 2nd Most Wired City: Forbes consistently ranks Atlanta at or near

the top due to high marks in both broadband availability and usage

• Tech savvy rankings among Top 10 based on percentage market:

– 1st for using Internet features on wireless phone

– 1st for accessing coupons online (past 30 days)

– 2nd highest Smartphone ownership

– 2nd highest Internet penetration

– 3rd highest for shopping and buying online (past 12 months)

Internet features on phone: play/download games or music, maps/GPS nav, search, social neworking,

subscribe to TV service for fee, watch free TV programs, watch video clips or other Internet feature

Source: Scarborough Research 2010 Release 2 Multi-Market Study

Building momentum

Improving valuable content - watchdog reporting and in-depth

local coverage

Investing in product improvements – Deal Spotter, County by

County Pages 7 days/week, revamped ajcHomefinder – to

increase reader engagement

Focusing on customer service has led 94% of subscribers to

rate us good or excellent in our delivery service

Marketing aggressively via a multi-media campaign to

reinforce our position of being credible, compelling and

complete

Forecast: We’ll continue building positive momentum by

listening to our readers and remaining committed to

journalism and customer service.

Focused on customer loyalty: content, service & marketing

Brand marketing campaign- September 5, 2011

Project Bullet Points- at the start

• Developed by Mercury Intermedia, which did USAToday

• Subscriber-only

• User challenged when attempting to click on any content

• Offer free trial period

• Access controlled by AJC IT department through registration

• AJC IT will pass a token to Mercury, indicating who can receive access

• Will leave AJC Digest in market as iPhone app and free iPad.

• AJC Select offers limited content of full newspaper.

• Pricing and packaging limited to 2-3 total to make launch deadlines. Depending on

policy decisions, those could be:

– Free to 7-day subscribers

– One single price to other subs, regardless of print sub price or FOD

– One single price for walk-ups

•

Defining iPad Content

5 A.M.: Mirror that day’s paper

11:30 A.M.: Offer “new” news

4:30 P.M.: Your evening news

AJC.COM

RSS FEED (Best of print and

online)

Developing The Atlanta Journal-Constitution for iPad

Decisions / learnings:

• Functionality of iPad with print

sensibilities

• Lead with brand values not channel

• Begin with shared voice ad model

• Adopt a hybrid subscription model

• Super serve best customers and grow

new segment

• Ask for help along the way

• Embrace the E-edition

• Replica, replica, replica- ABC

• Adapt

Marketing 30 day FREE trial 7 day FREE trial

•In paper and ajc.com advertising

SEM, ajc mobile

•FB post in newsfeed at trial

•Ready- stop! Admob, Facebook, Mobile

When developing an app… Don’t:

• Underestimate the power of ratings in the Apple store

• Oversell a fragile or unstable product- there is a

threshold for quality vs. test and learn

• Expect Apple to help you understand their

acceptance criteria

• Expect pricing strategy to be simple

• Anticipate big ad revenues until product and

engagement matures

• Minimize your IT resources needed for

authentication/ integration to ops circ system

• Stop

• Invite feedback and establish power

users- Facebook group

• Offer free trial - Build trial database for

feedback, affinity, conversion database

• Own the customer path and data- it’s

worth the pain of authentication with

legacy systems and Apple

• Be transparent with users

• Implement the developers hold on new

release feature

• Have a cross-departmental team

• Network with other papers

• Consider a non-native app

• Be agile in development

When developing an app… do:

iPad Advertising

• Sizes – section fronts

– 728 x 90 portrait (NYT)

– 238 x 174 landscape

(USA)

• Sizes – story pages

– 728 x 90 portrait (NYT)

– 128,936 impressions

delivered for advertisers

as of 8/16/11 with a .86

CTR

0

20,000

40,000

60,000

Page views

Page views

0

500

1,000

1,500

2,000

2,500

3,000

3,500

12/2

0

1/3

1/1

7

1/3

1

2/1

4

2/2

8

3/1

4

3/2

8

4/1

1

4/2

5

5/9

5/2

3

6/6

6/2

0

7/4

7/1

8

8/1

Weekly iPad Application Downloads & Weekly Registrations

Downloads

Registrations

Sources: Downloads, Apple iTunes store;

Value Change To Date

Weekly downloads 725 -16.67% 36,018

Weekly pageviews 289,869 4.21% 5,033,103

Weekly visits 32,770

Weekly unique visitors 11,047

Registration 2 7,176

Metrics as of 8/16/11 reporting

Driving buzz, trial, downloads and subscriptions

Asking for the subscription- ajcdelivers.com portal

Helping customers make purchase decisions

Retaining & Upgrading

current users/customers

Next steps in the pipeline

• iPad app

– to be released with interactive

crossword, sports stats and push

notifications

– Research in the field

– Constant development

• October release of the AJC

reader?

– Works in ANY browser window

(iPad, Droid, desktop, laptop,

phone)

– Easily adapted to sell as app in

Apple or Droid stores

– Includes in-app replica

Q & A

• Laura Inman

• linman@ajc.com

• 404-526-7384